Discover the “Hidden” Metrics of Email Deliverability [New Research]

Posted by Patty AtwaterFebruary 23, 2016

All email marketers know, to achieve the highest ROI, your decisions need to be backed by data. Marketers use list size, open rate, click-through rate, and other engagement based metrics provided by their ESP’s to analyze their performance and predict future success. Unfortunately, these marketers have a gap in their understanding—and ultimately their predictions—because they are unable to access the right metrics to ensure their emails land in the inbox.

To ensure their users only get the email they want, mailbox providers like Microsoft, Google, Yahoo!, and AOL rely on signals from engagement-based metrics to help increase their chances of catching unwanted email before it hits the inbox. Using engagement-based filtering, mailbox providers are able to look at more than just sender reputation to get a better understanding of the type of email that comes through their filter.

About Patty Atwater

Patty Atwater is the Content Marketing Manager at Return Path. She loves digging into email data to discover new marketing insights and craft new, informative ways to tell the story. In her spare time, Patty loves traveling to new places, hanging out with friends, and continuing her mission to find the best guacamole in NYC. Connect with her on LinkedIn.